A group of advertising and media professionals came together with the idea that if advertising can sell a product, it can also “unsell” one. Through the power of advertising, this group sought out to dissuade young people from trying or getting involved with drugs.
We created one of our first broadcast public service announcements, “Fried Egg,” (“This is your brain on drugs. Any questions?”) which helped illustrate the harmfulness of drug use.
Offering hope and steps to keep communities safe, our “Inner City Campaign” ran over several years, reinforcing the idea of community and family.
We took preemptive action to head off a potential resurgence in heroin use by setting out to deglamorize the notion of “heroin chic.”
The National Youth Anti-Drug Campaign launched, and a record-breaking public-private partnership was formed.
We launched “Positive Role Models” featuring celebrity role models – like Venus and Serena Williams, Andy MacDonald, Mary J. Blige, Lauryn Hill, The Dixie Chicks and Kelly Slater – who were talented and successful. And cool.
Partnership chairman Jim Burke was awarded the “Presidential Medal of Freedom,” the nation’s highest civilian honor, by President Bill Clinton. This great honor is reserved for individuals the President deems to have made especially meritorious contributions to the country.
We responded with one of the first, national prescription drug abuse educational campaigns.
We unveiled our “Hope Help & Healing” campaign and companion website to encourage people to get help for themselves or a loved one who may have a problem with drugs or alcohol, and to help in overcoming the stigma of addiction.
Research showed that the teen brain is not fully developed until age 25. The Partnership helped parents understand the need to stay actively involved in their teens’ decision-making process, launching “A Parent’s Guide to the Teen Brain.”
We created an acculturated Spanish-language website to help parents have ongoing conversations with their kids about the risks of drug and alcohol abuse.
We launched our bilingual toll-free telephone helpline, 1-855-DRUGFREE, to help parents who want to talk to trained and caring support specialists about their child’s drug use or drinking.
We launched the Medicine Abuse Project to rally parents, educators, healthcare providers and law enforcement to collectively help bring an end to the crisis. Education and awareness efforts promote proper safeguarding and disposal of unused medication, while advancing treatment resources.
Our advocacy effort to collect more than 4,700 signatures from parents, elected officials and celebrities in protest, motivated Urban Outfitters to pull the products from shelves.
We created a national network where families can receive one-on-one guidance from other parents who have first-hand experience and are trained to provide expert help and advice.
We found a new way to communicate with parents, harnessing the teen voice in a short documentary produced by a student filmmaker.
Based on our research shedding light on parents’ opinions about marijuana, we created a Marijuana Talk Kit, a resource that helps parents navigate today’s complex conversations about pot with their kids.
New legislation backed by the Partnership, the Comprehensive Addiction and Recovery Act, can create real change in the way our country treats addiction and supports those in recovery.
The White House and the Office of National Drug Control Policy reach out to the Partnership to collaborate on a national plan to address the crisis devastating families.
We re-envisioned our iconic 1980s TV spot “Fried Egg” to reflect parenting today and to illustrate how the Partnership has evolved to meet the needs of today’s families. We understand how difficult it can be for parents facing these types of questions. We're with answers, help and guidance.